TORONTO - The lead-up to the Floyd Mayweather-Saul Alvarez fight last weekend in Las Vegas was all about the money.

Or, at least, the fact that “Money” Mayweather was getting paid a guaranteed $41 million for the light-middleweight title fight.

But when it comes to UFC fights, even the biggest UFC shows such as Saturday’s UFC 165 at the Air Canada Centre, it’s never about the money. The UFC doesn’t release purses as a marketing tool, and their fighters don’t usually reveal what they make.

Jon (Bones) Jones, who headlines this weekend’s card, refused to disclose on Thursday what he stands to make in his title defence against Swedish challenger Alexander Gustafsson. The truth is, Jones is probably making around $500,000 for his purse, plus fight bonuses and a cut on the pay-per-view revenues.

But there’s a growing sense inside and outside the UFC that the organization, led by the charismatic Dana White, is generally shortchanging its fighters. For his part, Jones said he’ll never complain about what he makes, though he said he’s hopeful the UFC will start bumping up purses.